KINGSTON, Jamaica—Having teased soca party fans at several lead-up activities with samples of its new grapefruit flavour, Rum Stripe had a launch during the recent GenXS Road March on Sunday.

Cavell Robinson, junior brand manager for Rum Stripe, said the need to foster a connection with its consumers led to the decision to launch the product’s new flavour at the massive carnival celebration.

“We wanted to foster a connection with our consumers through Carnival—a time when people enjoy good music, excitement, and Rum Stripe wants to be a part of that to give consumers what they need in these high-energy spaces and occasions,” Robinson told Observer Online.

She added, “At Rum Stripe, we believe in innovation and excitement, and what better way to launch the flavour than at GenXS Carnival? We know that Jamaicans love flavour, and patrons were able to firsthand experience the crisp flavour of rum and grapefruit. The feedback and reception have been amazing so far, and consumers can anticipate more amazing flavours to come.”

The partnership with the three-year-old GenXS band was formed a year ago with Rum Stripe.

“The partnership began last year with Rum Stripe as the title sponsor. Rum Stripe is a high-energy, ready-to-drink, mixed drink, so we couldn’t have thought of a better way to come together and meet our consumers in these high-energy occasions. Like GenXS, we want to create an unforgettable experience while encouraging our audience to be safe and drink responsibly,” Robinson added.

The brand is keen on making its mark at entertainment events over the summer and beyond.

“As the carnival season wraps up and summer approaches, consumers can stay tuned to see us in other spaces such as Best Weekend Ever, Rumvolution 2.0 and other high-energy events,” Robinson disclosed.

-Kevin Jackson